Factors Influencing New Media Exposure of Political News by Youths in Isan Society

Abstract

This research aimed at studying the factors that influence new media exposure of political news by youths in Isan society in Thailand. The target group comprised 1,200 individuals, obtained from multi-stage sampling from undergraduate students in Isan's autonomous universities, governmental universities, and private institutions. The data collection tool was a questionnaire, the content of which was validated by experts. The reliability of the tool was tested by the formula for Cronbach's alpha coefficient, which yielded a reliability of 0.83. Multiple regression analysis was applied to analyze the data. The results, regarding factors influencing the channels for political news exposure, showed that channels for political news exposure were mostly influenced by inner drives, followed by importance in political news exposure, influence from social networks, and specific characteristics of the Internet. This could explain the variation of channels for political news exposure at 46.5%. In terms of factors influencing political news selection, it was found that political news selection was influenced mostly from social networks, followed by inner drives, benefits from political news exposure, specific characteristics of the Internet, and the field of study. The variation of the political news selection could be explained at 44.6%. These results elaborate on the current situation in Thailand, especially in Isan region, where youths in higher education are playing an increasing role in demonstrating their political stance through various political activities.